Insurance that puts you first
We believe in making car insurance work for drivers. That means no confusing small print or complicated claims procedures. Just honest, comprehensive cover, you can rely on.
Value for money
We use our love of data and technology to keep our costs low. Then we pass on these savings to you.
Made to suit you
Choose a cover plan to suit your needs and budget. Then personalise it, by picking add-ons and how you'd like to pay.
24/7 claims support
Accidents can happen at any time. That’s why we’re always here if you need to make a claim. Speak to a real person, day or night.
TrustScore 4.3
5,610 reviews
* Showing our four and five star reviews
Had a query
Had a query. quickly received a solution. thank you.
Excellent
Excellent. thank you dina.
Olive provided me with the renewal…
Olive provided me with the renewal quote i needed after taking the details of a recent, unsettled claim. she verified the details. as a result the new renewal quote was slightly more than the automated one i'd already received but still cheaper than last year's price. thank you olive and prima. unless my internet trawl tomorrow finds equitable cover for a lower price i shall renew with prima.
Vallin was extremely helpful
Vallin was extremely helpful. i was given options, that ensured my needs were met. i asked for things to be confirmed and it was done with patience and without hesitation
Had a query
Had a query. was sorted out in no time over love chat. easy
Website easy to negotiate
Website easy to negotiate, i could see exactly what was included within my policy
It was easy to set up but i would like…
It was easy to set up but i would like to have my policy on paper many thanks derek higgins
Professional and curteous
Reasonable waiting time. the chatbot had the answer choices that suited my query. the agent was quick, professional and polite. query dealt with to my satisfaction.
Good service
Good service
First time with prima
First time with prima. my daughter helped me as it seemed like a minefield. she assured me that this would be the best for me.
My experience …
My experience with prima and the representative was a very quick response to changing my details on my account. which is a lot quicker than some bigger companies of which i haven’t heard back from yet .
Straight forward renewal of car…
Straight forward renewal of car insurance online
Covers you for all the important stuff
We offer a choice of comprehensive car insurance plans. Here's a quick look at what our classic Prima plan covers...
If your car is damaged or stolen, we'll repair it, replace it or pay you its market value.
We'll keep you on the road while your own car is getting fixed by a Prima-approved repairer.
If your windows or windscreen need a repair or replacement, you'll just pay a small excess. We'll cover the rest.
If you or your partner are seriously hurt in an accident in your car, we'll pay £5,000 in accident support.
Keep your no claims bonus and get back your excess if you're hit by an uninsured driver.
For up to 90 days, you'll enjoy the same level of cover as at home when driving abroad in the EU and selected countries.
If your belongings are lost or damaged in an accident, fire of theft in your car, we'll pay up to £250.
If you're over 25 and eligible, you'll have third party cover to drive someone else's car.
Join millions of drivers who count on us
Trusted since 2015
Our story began in Italy, where we’re now the largest online car insurance provider.
Based here in the UK
We might be Italian-founded, but we’ve built an expert team in London to serve our UK drivers.
FCA regulated
We're authorised and regulated by the Financial Conduct Authority (FCA). They set the standards for protecting customers across UK financial services.
Common questions
Find answers to things that drivers often ask us.
Yes. When you get a quote with us, you can personalise your cover and boost your protection, by adding on extras like:
- Motor legal cover
- RAC breakdown cover
- Upgraded courtesy car cover
Some of our car insurance plans even have these add-ons bundled in. For example, our Prima Premier car insurance includes motor legal cover and breakdown cover.
We try to cover the important stuff. But with all our car insurance plans, you won’t be covered if:
- Someone not named on your policy drives your car
- You drive without a valid driving licence
- You drive under the influence of drink or drugs
- Your car’s left unlocked or with the keys inside
- You fill up with the wrong fuel
For full details of what is and isn’t included with your cover, you should check your Policy Wording. You’ll see this document when you get a quote with us. We’ll also email you a copy once you’ve bought your policy.
All the car insurance cover plans we offer are fully comprehensive.
This means that you’re covered for damage to your car, as well as any damage to other people (“third parties”) or their property.
We don’t offer third-party only cover.
*10% of our new customers paid £254 or less for our Prima car insurance in January 2026.